Information flow promotion, information flow optimization case in home improvement industry!

The home improvement market is highly competitive. As the urbanization rate continues to increase, it directly drives demand for the construction industry. The overall search volume is on an upward trend, and the search volume on mobile devices is growing rapidly.

01. Market analysis

▶ Industry status

Analysis of the current market situation and development trend of the home improvement industry in 2018 shows that the home improvement market is highly competitive and the market has been expanding in recent years. However, the unsaturated state is due to the fact that many consumers need to change their mindset and do not want to find a decoration company. They just want to do simple decoration themselves. However, the competition among decoration companies is fierce and there are always too many people and too little resources.

▶ Development Trends

▶ The rise of the market

The real estate reform has evolved from scattered guerrillas to corporate operations and now to the Internet. Many home improvement companies have shifted their focus from performance and sales to brand, reputation, model and capital. With the support of new Internet technologies and structured thinking, a few home improvement companies that understand Internet technology have become unicorns dominating the industry.

On one hand, online Internet companies want to do offline decoration, on the other hand, traditional decoration companies want to add wings to the Internet. In addition, there are disruptions and chaos in the upstream and downstream of the industrial chain. The competition for the market is no longer a competition of a single product, but has become a three-dimensional, all-round, large-scale war. At this point, whether your brand is popular or not will determine 50% of the outcome of the battle.

▶ Market competition

The continuous increase in urbanization rate will directly drive the demand for the construction industry. The industrial structure adjustment and industrial development will also bring about huge demand for decoration and renovation. There is a lot of room for decoration and renovation of existing buildings. Therefore, for the decoration industry, the proportion of 2C home decoration should be increased.

The increasing demand for housing has driven the rapid development of the real estate industry; the per capita income of residents has continued to rise, the consumption level has increased, and the requirements for living environment have gradually increased from low to high, and people are willing to invest more in improving the living environment. This brings continuous business demand and growth space to the home decoration industry.

02. Audience

▶ Traffic trends

The overall search volume in the home improvement industry shows an upward trend, among which the mobile share and search volume are greater than PC and are growing rapidly. This will be a good opportunity and new hope for information flow products that mainly target mobile devices.

▶ Crowd portrait

Among the main audience groups, the proportion of males is still higher than that of females. The age distribution is mainly concentrated in the middle-aged and young people, among which 30-49 years old account for the largest proportion. From a regional perspective, first-tier cities such as Beijing, Shanghai and Guangzhou have great demand.

▶ Customer needs

Target customers are more concerned about: style, among which simple and minimalist styles are more popular; decoration effects, renderings, etc.; decoration contracts, etc.

03.Optimization ideas

▶ Planning, unit analysis (front)

▶ Planning, unit analysis (latter)

▶ Directional analysis (front)

▶ Directional analysis (post)

▶ Creative analysis

04. Before and After

▶ Data comparison

▶Conversion comparison

The conversion volume was 1 in October and 11 in November, an increase of 10, and the conversion cost decreased by 50.59%.

Author: Baidu Marketing Center

Source: Baidu Marketing Center